The company’s web metrics analyst agreed to enable the researchers access to web metrics information, relevant
company documents and key personnel involved with the web operations. To explore the use of web metrics, eight employees were interviewed. The participants were selected based on their work responsibilities and involvement with web metrics in various areas. The sample contained both top and lower level managers, with both IT and marketing backgrounds. For example, interviews were conducted with the VP of Internet Services, the Senior Manager for Online Marketing, a manager for Online Marketing and Web Publishing as well as the Director for the Web Content Strategy. The interviews were all conducted face-to-face and took place in the company’s offices in the Western US